Title: Competitive Positioning Analysis of Long-Haul Holiday Destinations by Chinese Travellers
Abstract: This study analyzes Chinese views of seven destinations in terms of motivational travel activities/experiences for a long-haul holiday trip, likelihood of recommendation of the destinations to others, level of knowledge about holiday opportunities in the destinations, and interest in visiting. Results indicate that Chinese travellers considered “nature” and “culture” related activities such as “seeing beautiful scenery,” “exploring nature with city amenities nearby,” “seeing historical and cultural attractions,” “sampling local flavours,” and “exploring vibrant cities that are in close proximity to nature” when considering taking a long-haul holiday trip. Further, Chinese travellers perceived the seven long-haul destinations as separate and distinct when rating best fit travel activities/experiences to each destination. This suggests that travel destinations, specifically the seven selected long-haul destinations, must be prepared to differentiate their destination’s image and the range of experiences and services to appeal and attract more Chinese travellers.
Publication Year: 2015
Publication Date: 2015-01-01
Language: en
Type: article
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